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IndustryBrains and MediaBrains founder launches Madison Logic

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Apr 20, 2009 

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Edward Barrera  |

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IndustryBrains and MediaBrains founder launches Madison Logic

ADOTAS — Erik Matlick has unveiled LeadFocus, an automated lead generation ad serving platform.

LeadFocus makes it easy for publishers to offer lead generation programs to advertisers and helps advertisers more easily target the publisher audiences. The advertising and lead generation and delivery platform provides a full service suite of tools, including ad serving via contextual and behavioral targeting, inventory management, reporting, analytics and lead delivery and management for publishers and advertisers.

The technology employs complex algorithms to place the right advertiser in front of the right buyer in real-time. Publishers can focus on selling their own performance programs without having to qualify, manage or deliver leads.

In a 12-month ramp up to launch Madison Logic has already licensed its platform to dozens of media companies including: PC Magazine, iMediaConnection, ClickZ, Sourceforge, DMNews and Security Focus.

“We have approached the emerging market need for lead generation advertising with a technology that optimizes every opportunity to generate a quality lead within publisher’s web content,” said Matlick, who serves as the company’s CEO. “We are using best practices from contextual and behavioral advertising and blending it with traditional ad serving principles. Now publishers are able to offer lead generation advertising without the headache of managing it.”

Matlick was co-founder of IndustryBrains a site specific pay per click ad network and MediaBrains, a buyer’s guide platform for business publishers,

Madison Logic was founded in 2006 and has 20 employees. It has raised less than $1 million in angel funding. Among the outside early-stage investors are William J. Benedict, Jr., founder and CEO of Alpine Meridian; SoftBank Capital’s Mike Perlis; Geoff Judge, an investor in early stage companies and an active member of The NY Angels; Mark Walsh, the Chief Technology Advisor for the Democratic National Committee and former Chairman and Chief Strategy Officer of VerticalNet, Inc.; Internet Capital Group’s Ivan Inerfeld and Elke Wong, who serves as the company’s COO and was co-founder of Industrybrains.

Tags: Eric-Matlick, finance, industrybrains, lead-generation, LeadFocus, madison-logic and MediaBrains

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